Shot Darts

What Shot Darts does

Shot Darts, founded in 1970 and headquartered in Katikati, New Zealand, manufactures and distributes darts, dartboards, and related accessories for both professional and recreational players. Its core technology centers on tungsten barrel construction at 90-95% tungsten content, which enables slimmer barrel profiles for tighter groupings; the company's premium tier is represented by the Alchemy Auro line (95% tungsten, $219.99), with mid-tier Alchemy variants (Mythril, Volta, Runstel) at $104.99-$149.99. Product lines include steel-tip and soft-tip darts, bristle and electronic dartboards (including the Gen 4 Shot Bandit), and a wide accessory ecosystem covering flights, shafts, points, cases, mats, lighting, and apparel, organized into thirteen themed collections such as Viking, Warrior, Zen, AI, and Alchemy, plus a Pro Series of player-endorsed signature darts.

Revenue is generated entirely through unit-priced product sales across three channels: a direct-to-consumer e-commerce storefront (shotdarts.com), an independent retail dealer network supported by a retailer locator, and separate B2B wholesale portals for North America and Rest of World markets hosted on Unleashed Software. Customer segments span professional players (commercialized through endorsement deals, not direct purchase), amateur/recreational players (the primary consumer segment), and retailers/dealers for inventory resale. The company supports its products with a Lifetime Barrel Warranty registration program and a Dart Finder Quiz on the DTC site, and drives brand awareness through blog content, Instagram, and email marketing.

Capital structure is bootstrapped: the only recorded inflows are four small R&D grants from Callaghan Innovation between 2014 and 2022 totaling approximately NZD 15,365, with no disclosed equity funding, M&A, or institutional investors. Headcount is stated at 11-50 employees. Strategic emphasis in 2024-2025 has been on premiumizing the dart portfolio (95% tungsten Alchemy Auro), refreshing the flagship electronic dartboard (Bandit Gen 4), and expanding the professional sponsorship bench to support brand credibility in the darts community.

Name

Shot Darts

Website

https://shotdarts.co.nz

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

11–50 employees

Short description

Shot Darts is a New Zealand-based manufacturer of tungsten darts, dartboards, and accessories serving professional and recreational players worldwide through direct e-commerce, retail dealers, and wholesale distribution channels.

Ownership category

akta.pro rank

Product category

Dart Equipment

NAICS

Sporting Goods Retailers (45911), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459), Doll, Toy, and Game Manufacturing (339930)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Coin-Operated Entertainment (Pinball, Crane/Claw, Jukebox, Darts/Billiards) (MPAEAJAF)

Keywords

• Tungsten darts
• Dart equipment
• Bristle dartboards
• Darts accessories
• Themed dart collections

Headquarters

HQ city

Katikati

HQ country

New Zealand

HQ region

Oceania

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: Shot Darts generates revenue through direct sales of steel tip darts, soft tip darts, dartboards, accessories, and bundles to consumers via their e-commerce platform. Products include dart sets, replacement points, flights, shafts, cases, tools, and dart mats sold as one-time purchases.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Shot Darts manufactures and sells tungsten darts, dartboards, and related accessories for recreational and professional darts players. Its product portfolio is organized around steel tip darts, soft tip darts, bristle and electronic dartboards (including the Shot Bandit Gen 4), themed collections such as Alchemy (premium 90-95% tungsten tier), Viking, Warrior, Zen and AI, plus a full accessory ecosystem (flights, shafts, points, tools, cases, mats, lighting, stands, apparel) and player-endorsed Pro Series lines.

Product overview

Shot Darts is a darts and dartboard equipment manufacturer offering a comprehensive product portfolio centered on professional-grade darts and accessories. The core product lines include Steel Tip Darts and Soft Tip Darts, complemented by branded Dartboards (both bristle and electronic, including the Shot Bandit Gen 4). The company organizes its dart products into thematic collections (Alchemy, Viking, Warrior, Zen, Tribal Weapon, Celtic, AI, Badlands, Birds of Prey, Future Knights, Gnarly, Shot Collab) and the Pro Series featuring sponsored professional players. Accessories include flights, shafts, tools, points, cases, mats, lighting, and apparel. The Alchemy Collection represents the premium tier with 90-95% tungsten barrels. Services include a Lifetime Barrel Warranty, a Dart Finder Quiz for customer guidance, Gift Cards, and wholesale dealer programs. The product ecosystem is designed to serve both competitive players and recreational enthusiasts through multiple price points and aesthetic themes.

Differentiator

Problem solved

Functional benefit

Brands

• AI: AI-themed dart collection
• Alchemy
• Badlands
• Birds of Prey
• Celt
• Future Knights
• Gnarly
• Pro Series
• Shot Collab
• Tribal Weapon
• Viking
• Warrior
• Zen

Products and services

• Steel Tip Darts Professional-grade steel tip darts designed for bristle dartboards, available in multiple tungsten compositions (up to 95%) and player-endorsed models for competitive and recreational play.
• Soft Tip Darts Soft tip darts engineered for use on electronic dartboards, manufactured with the same quality tungsten compositions and finishes as Shot Darts' steel tip line.
• Alchemy Collection Premium dart collection featuring multiple variants (Mythril, Gold, Volta, Runstel, Auro) with 90-95% tungsten barrel compositions, representing Shot Darts' top-tier offering.
• Pro Series Professional player-endorsed dart collection featuring signature models from sponsored professionals including Michael Smith, Carl Sneyd, and Rowby-John Rodriguez.
• AI Collection Thematic dart collection featuring a futuristic AI-inspired design aesthetic and one of Shot Darts' signature product lines.
• Viking Collection Thematic dart collection inspired by Norse mythology and Viking design aesthetics.
• Warrior Collection Thematic dart collection featuring bold, aggressive design elements.
• Zen Collection Thematic dart collection featuring minimalist, calm design aesthetics.
• Tribal Weapon Collection Thematic dart collection featuring tribal design elements and aggressive styling.
• Celt Collection Thematic dart collection inspired by Celtic culture and design motifs.
• Badlands Collection Thematic dart collection with rugged, terrain-inspired design aesthetics.
• Birds of Prey Collection Thematic dart collection featuring raptor-inspired design elements.
• Future Knights Collection Thematic dart collection blending medieval knight imagery with futuristic aesthetics.
• Gnarly Collection Thematic dart collection featuring edgy, unconventional design styling.
• Shot Collab Collection Collaborative dart collection featuring special edition designs created with partners or influencers.
• Bristle Dartboards Traditional sisal bristle dartboards used for steel tip darts, including branded models such as Ranger, Rogue, and Renegade.
• Shot Bandit Dartboard (Gen 4) Shot Darts' flagship electronic dartboard in its fourth generation, providing automated scoring and gameplay features for soft tip darts.
• Ranger Bristle Dartboard Premium bristle dartboard made from compressed sisal fibers providing self-healing properties for steel tip dart play.
• Dartboard Surrounds Protective wall surrounds that fit around dartboards to protect walls from errant throws.
• Dart Mats Floor mats providing proper throw distance (oche line) markings for professional dart throwing.
• Dart Flights The aerodynamic wings attached to the rear of darts that stabilize flight, available in various shapes and materials.
• Dart Shafts Stems that connect dart barrels to flights, available in various materials and lengths.
• Dart Tools Maintenance tools including dart sharpeners (repointers), flight punches, and other adjustment implements.
• Dart Points Replacement tips for darts, available in steel tip and soft tip variants, including conversion points for switching between board types.
• Tactra Conversion Points 34mm conversion points allowing steel tip dart players to use their darts on electronic dartboards.
• Fynx Conversion Points 32mm conversion points for adapting steel tip darts for use on electronic dartboards.
• Dart Cases Protective carrying cases for storing and transporting dart sets.
• Dart Shirts (Apparel) Branded dart-themed apparel for players.
• Lighting Specialized lighting solutions for illuminating dartboards optimally.
• Portable Stands & Hangers Mobile and wall-mounted solutions for displaying and using dartboards.
• Gift Cards Digital gift cards allowing customers to purchase any Shot Darts products.
• Oche Essentials Bundle Curated bundle of essential dart equipment for setting up a complete dart playing area, priced at $145.00.

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Michael SmithcoreGTM or Marketing PartnerWorld professional darts champion sponsored by Shot Darts. Has dedicated product collection featuring signature dart designs. Represents Shot Darts at professional tournaments and provides brand credibility through competitive success.
• Ritchie EdhousecoreGTM or Marketing PartnerProfessional darts player with multiple endorsed dart sets including Core and Madhouse lines. Represents Shot Darts brand at PDC tournaments and events.
• Niels ZonneveldcoreGTM or Marketing PartnerProfessional darts player sponsored by Shot Darts, competes at highest levels of professional darts.
• Bradley BrookscoreGTM or Marketing PartnerProfessional darts player sponsored by Shot Darts.
• Stowe BuntzcoreGTM or Marketing PartnerProfessional darts player sponsored by Shot Darts, featured in player collections on website.
• Rowby-John RodriguezcoreGTM or Marketing PartnerProfessional darts player with Pro Series dedicated collection at Shot Darts.
• Joe HuntminorGTM or Marketing PartnerProfessional darts player who recently joined Shot Darts sponsorship roster, announced via company blog.
• William O'ConnorminorGTM or Marketing PartnerProfessional darts player who joined Shot Darts, announced via company blog news section.
• Carl SneydcoreGTM or Marketing PartnerProfessional darts player with Pro Series dedicated collection at Shot Darts.
• N4 StudiominorImplementation/ SI/ Consulting PartnerDigital agency credited for website development, identified in site footer 'Site by N4 Studio' attribution.

Recent moves6 records

Expansion highlights4 records

Direct peers

• Target Darts: Target Darts manufactures premium tungsten darts, dartboards, and accessories, and runs an extensive professional player sponsorship program. Closely comparable to Shot Darts in positioning, product mix, and pro endorsement strategy.
• Designa Darts: Designa is a UK darts specialist offering a wide range of tungsten and brass darts at multiple price points with strong wholesale distribution. Comparable to Shot Darts in the value-to-mid-tier darts segment and B2B dealer channel.
• Harrows Darts: Harrows is a UK-based darts and dartboard manufacturer with a broad product range spanning entry to professional tiers. Directly comparable to Shot Darts in product categories, distribution model, and customer base.
• Winmau: Winmau is a leading global darts and dartboard manufacturer offering steel-tip darts, bristle boards, and accessories. Directly comparable to Shot Darts across product categories, price points, and target customer segments from amateur to professional.
• Red Dragon Darts: Red Dragon manufactures darts, flights, shafts, and accessories under its own brand and supplies custom darts. Comparable to Shot Darts in branded tungsten darts, accessory ecosystem, and sponsored pro-player collections.
• McDarts: McDarts is a European darts retailer and brand carrying multiple manufacturers and its own branded products. A relevant peer for Shot Darts in the multi-brand darts retail and wholesale space, particularly across DACH-region distribution.
• Bull's Darts: Bull's is a German darts and soft-tip equipment manufacturer with strong European distribution and a stable of sponsored professionals. Overlaps with Shot Darts across steel-tip, soft-tip, and accessories, particularly in European markets.
• Unicorn Darts: Unicorn is one of the oldest and most established darts brands worldwide, manufacturing tungsten darts, boards, and accessories with deep pro-player sponsorship rosters. Competes head-to-head with Shot Darts in the premium tungsten and PDC-tour endorsement segments.

Emerging players

• A180 Darts: A180 is an emerging tungsten darts brand offering premium dart sets with modern design aesthetics. Comparable to Shot Darts in the premium tungsten dart category and direct-to-consumer e-commerce positioning.

Regional players

• Dart World: Dart World is a US-based darts retailer and distributor carrying major dart brands and accessories. Comparable to Shot Darts as a North American distribution channel partner and competitive retailer in the same product categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Shot_Darts
• LinkedInlinkedin.com/company/shot-darts

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds4 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Shot Darts